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Organizational Transformation and the Role of Culture in the Implementation of Social Media as a Marketing Strategy for Healthcare Facilities
Abstract
Transformasi organisasi dan budaya kerja memengaruhi keberhasilan pemanfaatan media sosial sebagai strategi pemasaran di fasilitas kesehatan. Perubahan pola komunikasi kesehatan menuntut organisasi untuk meningkatkan keterlibatan pasien, menyebarkan informasi kesehatan yang kredibel, dan membangun citra institusi melalui platform digital. Namun, keberhasilan implementasi sangat dipengaruhi oleh kesiapan struktur, nilai budaya, dan pola kepemimpinan organisasi. Studi ini menggunakan pendekatan tinjauan pustaka sistematis dengan pedoman PRISMA. Pencarian literatur dilakukan pada lima basis data utama. Artikel yang membahas transformasi organisasi, budaya kerja, penggunaan media sosial, dan pemasaran fasilitas kesehatan diseleksi berdasarkan kriteria inklusi. Sebanyak 35 studi yang memenuhi syarat dianalisis secara tematik untuk mengidentifikasi faktor determinan, hambatan, dan peluang terkait adopsi media sosial dalam pelayanan kesehatan. Temuan menunjukkan bahwa kesiapan organisasi, kompetensi sumber daya manusia, dukungan kepemimpinan, dan kesiapan digital merupakan faktor sentral dalam adopsi media sosial. Budaya organisasi yang mendukung inovasi, kolaborasi, komunikasi empatik, dan literasi kesehatan meningkatkan efektivitas pemasaran digital serta hubungan antara pasien dan penyedia layanan. Hambatan umum meliputi risiko privasi, misinformasi, keterbatasan sumber daya, dan kurangnya dukungan institusional. Implementasi media sosial sebagai strategi pemasaran kesehatan tidak hanya memerlukan teknologi, tetapi memerlukan perubahan budaya, kepemimpinan yang adaptif, serta peningkatan kapasitas literasi digital tenaga kesehatan. Organisasi perlu membangun budaya yang responsif dan berorientasi pada pasien untuk memastikan komunikasi digital yang akurat dan etis. Penelitian selanjutnya perlu mengukur dampak langsung media sosial terhadap keterlibatan pasien, persepsi layanan, dan kinerja organisasi.
Keywords
budaya organisasi, fasilitas pelayanan kesehatan, media sosial, pemasaran kesehatan, transformasi organisasi.
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